Trắc nghiệm Marketing dịch vụ Tiếng Anh có đáp án - Phần 1
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Câu 1:
Because services cannot be seen, tasted, felt, heard, or smelled before they are purchased, they are defined by which of the following characteristics?
💡 Lời giải chi tiết:
Because services lack physical substance and cannot be perceived by the five senses prior to purchase, marketers often rely on physical cues to reduce the customer's perceived risk; Kết luận: Intangibility
Câu 2:
Which characteristic dictates that the physical presence of both the service provider and the customer is often required during the service delivery process?
💡 Lời giải chi tiết:
The defining trait that makes the production and consumption of a service occur simultaneously, thereby requiring the customer to be involved in the process, is called inseparability; Kết luận: Inseparability
Câu 3:
Why is it notoriously difficult to achieve perfect standardization in service quality across different locations and times?
💡 Lời giải chi tiết:
Since service delivery heavily depends on unpredictable human factors such as employee mood and specific customer demands at a given time, achieving strict uniformity is nearly impossible due to heterogeneity; Kết luận: Heterogeneity
Câu 4:
An empty airline seat or a vacant hotel room represents lost revenue that can never be recovered, illustrating which service characteristic?
💡 Lời giải chi tiết:
The inability to store, save, return, or resell services for future use highlights the unique operational challenge known as perishability; Kết luận: Perishability
Câu 5:
In the expanded marketing mix for services (7Ps), the environment where the service is delivered and where the firm and customer interact is known as:
💡 Lời giải chi tiết:
Tangible elements such as interior design, employee uniforms, and printed materials that help facilitate service delivery and provide quality cues to customers fall under physical evidence; Kết luận: Physical evidence
Câu 6:
Standard operating procedures, mechanisms, and the flow of activities required to deliver a service to a customer are collectively referred to as the:
💡 Lời giải chi tiết:
The actual operational steps and activity sequences that dictate how a service functions and is ultimately experienced by the consumer represent the process element of the 7Ps; Kết luận: Process
Câu 7:
According to the SERVQUAL model, which dimension is generally considered the most critical by customers, focusing on delivering the promised service dependably and accurately?
💡 Lời giải chi tiết:
Because customers fundamentally expect a company to fulfill its core promises without errors, the ability to perform the promised service dependably is categorized as reliability; Kết luận: Reliability
Câu 8:
When employees display high levels of knowledge, competence, and courtesy that successfully inspire trust and confidence in the customers, they are demonstrating:
💡 Lời giải chi tiết:
The SERVQUAL dimension that encompasses the employees' ability to make customers feel safe and confident in their transactions is known as assurance; Kết luận: Assurance
Câu 9:
A boutique hotel that learns regular guests' names, remembers their specific room preferences, and provides caring, individualized attention excels in which service quality dimension?
💡 Lời giải chi tiết:
By treating customers as unique individuals and understanding their specific personal needs, the service provider is strongly exhibiting the dimension of empathy; Kết luận: Empathy
Câu 10:
A software company that guarantees a technical support agent will reply to customer inquiries within one hour is primarily focusing on improving which dimension?
💡 Lời giải chi tiết:
The willingness to help customers promptly and provide rapid service without causing unnecessary delays is defined as responsiveness; Kết luận: Responsiveness
Câu 11:
In the Gap Model of Service Quality, what is the discrepancy between what customers actually expect and what management perceives they expect?
💡 Lời giải chi tiết:
When executives fail to conduct proper market research and completely misunderstand the true desires of their target market, they create Gap 1, famously known as the listening gap; Kết luận: The listening gap
Câu 12:
Even if excellent service standards are designed, employees failing to follow these guidelines during actual delivery will directly cause which of the following?
💡 Lời giải chi tiết:
A breakdown in execution where the actual service delivered falls short of the company's internal quality specifications results in Gap 3, known as the service performance gap; Kết luận: The service performance gap
Câu 13:
Overpromising in advertising campaigns that leads to inevitable customer disappointment when the actual service falls short results in the creation of:
💡 Lời giải chi tiết:
The discrepancy between what a firm communicates to the public via marketing and what it can actually deliver creates Gap 4, termed the communication gap; Kết luận: The communication gap
Câu 14:
The range of service performance that a customer considers acceptable, falling between their desired expectations and their minimum adequate expectations, is called:
💡 Lời giải chi tiết:
Because customers recognize that service quality will naturally fluctuate, they maintain an acceptable range of variation bounded by desired and adequate levels known as the zone of tolerance; Kết luận: The zone of tolerance
Câu 15:
Any brief instance where a customer interacts with a frontline employee or a service system, thereby forming an impression of the firm, is referred to as:
💡 Lời giải chi tiết:
First coined by Jan Carlzon of SAS Airlines, the critical encounters where customers evaluate the organization's quality are widely recognized as a moment of truth; Kết luận: A moment of truth
Câu 16:
Attributes like color, style, price, and fit that a consumer can easily evaluate prior to making a purchase decision are categorized as:
💡 Lời giải chi tiết:
Because these tangible characteristics can be fully assessed before any financial commitment is made, they are classified in consumer decision-making as search qualities; Kết luận: Search qualities
Câu 17:
Complex medical surgeries and legal advice are services that most consumers find nearly impossible to accurately evaluate even after consumption, meaning they are extremely high in:
💡 Lời giải chi tiết:
When a customer lacks the technical expertise to judge the quality of a specialized service post-purchase, they must simply trust the professional, indicating the service is high in credence qualities; Kết luận: Credence qualities
Câu 18:
In a service blueprint, what is the boundary line that separates the front-stage activities seen by the customer from the back-stage activities hidden from view?
💡 Lời giải chi tiết:
To effectively map the customer journey, designers draw a distinct line separating what the customer experiences firsthand from the invisible background operations, known as the line of visibility; Kết luận: The line of visibility
Câu 19:
The strategy commonly used by airlines and hotels to maximize revenue by adjusting prices dynamically based on fluctuating demand and fixed capacity is known as:
💡 Lời giải chi tiết:
By using sophisticated algorithms to sell the right capacity to the right customer at the right price and time, service firms employ the complex strategy of yield management; Kết luận: Yield management
Câu 20:
The management philosophy which posits that a firm must effectively train, motivate, and satisfy its own customer-contact employees before it can successfully satisfy external customers is called:
💡 Lời giải chi tiết:
Because employees represent the brand during service encounters, treating them as internal customers to ensure their readiness and satisfaction is the core principle of internal marketing; Kết luận: Internal marketing
Câu 21:
In the services marketing triangle, the actual moment of service delivery where the employee interacts directly with the customer is classified under:
💡 Lời giải chi tiết:
The critical phase where promises made by the company are either kept or broken by frontline employees during direct buyer-seller encounters is termed interactive marketing; Kết luận: Interactive marketing
Câu 22:
The phenomenon where a customer's loyalty becomes higher after experiencing a successfully resolved service failure compared to having no problem at all is known as:
💡 Lời giải chi tiết:
When a firm turns a highly negative situation into an overwhelmingly positive one through exceptional problem-solving, it can trigger an unexpected boost in customer loyalty known as the service recovery paradox; Kết luận: The service recovery paradox
Câu 23:
Background environmental elements such as background music, lighting, temperature, and scent that unconsciously affect a customer's perception of a service facility are termed:
💡 Lời giải chi tiết:
Within the framework of servicescapes, the intangible atmospheric factors that shape the subconscious mood and physical comfort of the consumer are classified as ambient conditions; Kết luận: Ambient conditions
Câu 24:
A coffee shop offering a basic loyalty card where the tenth cup is free is trying to retain customers by primarily building which type of relationship bonds?
💡 Lời giải chi tiết:
Level one relationship marketing relies heavily on economic incentives and price discounts to encourage repeat purchases, a strategy fundamentally based on financial bonds; Kết luận: Financial bonds
Câu 25:
When a B2B service provider integrates its specialized IT tracking system directly into a client's inventory software to make switching to a competitor extremely difficult, it is establishing:
💡 Lời giải chi tiết:
By creating technological entanglements and customized processes that provide deep value while simultaneously increasing the client's switching costs, the firm has built robust structural bonds; Kết luận: Structural bonds
